Fresh fish, meat and vegetables will now be available on blue-and-white auto-like vehicles commissioned by the government. The vans will move around the township twice a day and sell their products at competitive rates.

The service was flagged off by Subrata Mukherjee, minister of panchayats and rural development, outside CA Market on February 26. “It is not enough for farmers to grow good produce. They must market them too. But since farmers are unable to come to the city to sell their products, we are doing it on behalf of these self-help groups,” said Mukherjee. The initiative has been taken by the state comprehensive area development corporation (CADC), that is under the panchayats and rural development department.

As a pilot project, six vehicles were launched, out of which three sell pulses, spices, vegetables and eight varieties of rice grains such as Tulaipanji and Dhekichhata.

The other three vans are installed with solar refrigerators and sell fish and meat. Rohu fish (whole) costs Rs 80 a kilo, basa fillet at Rs 330 a kilo. They offer turkey, rabbit, quail as well as Bengal Black mutton (Rs 600 a kilo) and Kadaknath chicken at Rs 550 a kilo.

“Kadaknath chicken is extremely nutritious. It’s so rich in iron that its meat and bones are both black,” said Soumyajit Das, administrative secretary of the CADC.

Minister Subrata Mukherjee cuts the ribbon to inaugurate the vans outside CA Market Picture by Saradindu Chaudhury

From about 7am daily, a pair of vans are now parked around CA Market, BD Block bus stop and Kwality More. After an hour or so, the vans travel towards Labony Estate, Kwality More and Baisakhi respectively. If any customer spots a van in their lane they can ask it to stop and buy from them on the spot.

In the evenings, the vans head out again between 5 and 6.30pm. This time they loiter around the office areas, to tap homeward bound employees. The vans are stationed around Bikash Bhavan, GD Block and Wipro in Sector V for an hour and then travel up and down.

“We chose Salt Lake for the pilot project as the locality is urban, scientifically planned and close to our office at Mritika Bhavan (near Golden Tulip hotel in DD Block). In case stocks finish, the vans can easily go there and replenish,” said Mukherjee. “The township has many senior citizens living alone and a mobile market like this will make shopping easier for them too.”

The vans have electronic weighing machines and will conduct transactions by cash. Bargaining will not be entertained. “We are not profit-driven. We seek a decent revenue that will sustain farmers while still giving buyers a fair deal. And since the products are government-endorsed, customers can rest assured about the quality,” said the minister.

The vans got gheraoed by customers within minutes of the inauguration. “I bought desi murgir deem at Rs 9 a piece whereas they sell at Rs 10 elsewhere. The ones here are much bigger in size too,” said Sarasi Chandra, one of the first buyers, who had come after dropping her child at Salt Lake School in the same block.

Local councillor Rajesh Chirimar felt the vans would provide healthy competition in markets. “We are happy the project took off from our ward and shall assure its smooth running. The competition should rationalise prices in block markets,” he said.

Shopkeepers at CA Market were not too perturbed on the day of the launch. “If the products are cheaper customers may try them out at first. But I’ve been here for 40 years and I’m sure loyal customers will return to me for my unwavering quality,” said Debal Chakraborty, who sells chicken.

But the butcher has started thinking of upgrading his services. “I know the vans are selling Kadaknath chicken, which has demand in Salt Lake. Last year, they were selling this chicken at a fair and customers who had bought them whole brought them to us to chop. We are in talks with suppliers to get us the variety too.”

The department had roped in CA Block Citizen’s Association to ensure participation by residents. “We had circulated notices to homes informing them about the vans and response has been positive,” said Jibadip Bhadury, secretary of the association, about a week after the launch. “Vegetables, particularly, are flying off the shelves and the vans are having to go replenish stocks every day. People have also taken to the Bengal Black mutton, quail and fish, which are being sold at attractive rates.”